15 Gmail Filter Examples That Actually Work (Founders + Execs)

What are Gmail Filter Examples?

Gmail filter examples are proven, copy-paste ready filter configurations that help you automatically organize and route emails in Gmail. These Gmail filter examples use specific criteria (sender, subject, keywords) combined with actions (apply label, archive, forward) to reduce inbox noise while protecting important emails. Gmail filters are powerful, but most people create filters that are too broad or too narrow. Here are 15 proven Gmail filter examples that actually work for founders and executives, plus principles for creating your own.

The principles

Before diving into examples, understand these principles that make filters effective:

1. Be specific, but not too specific

Filters should catch variations of what you want to filter, but not be so broad they catch everything. For example, filtering for "newsletter" is too broad (catches legitimate newsletters), but filtering for "unsubscribe" in the body is more targeted.

2. Always add allowlist exceptions

Every filter should have exceptions for your VIP contacts. Use "Doesn't have" criteria to exclude your allowlist domains and email addresses. This prevents false positives.

3. Label, don't delete

Route filtered emails to labels rather than deleting them. This lets you review them later, helps you understand what you're filtering, and prevents permanent loss of important emails.

4. Use multiple criteria

Combine sender, subject, and body keywords for better accuracy. A filter that checks both sender domain AND subject line is more reliable than one that only checks the subject.

5. Test before applying broadly

Create a filter and let it run for a week. Check the label to see what it's catching. If it looks good, keep it. If not, adjust the criteria.

15 examples (copyable)

Here are 15 Gmail filter examples you can copy and adapt:

1. Cold outreach filter

Criteria:

• Has the words: "quick question" OR "just one thing" OR "one quick question" OR "quick favor" OR "let's connect" OR "hoping to connect"
• Doesn't have: \[Your allowlist domains\]

Action:

• Apply label: "Cold Outreach"
• Skip the Inbox (Archive it)

Why it works: Catches common cold outreach phrases while protecting your allowlist.

2. Calendar booking spam

Criteria:

• Has the words: "calendar" OR "schedule" OR "book a call" OR "15 minutes" OR "quick call"
• Doesn't have: \[Your allowlist domains\]
• From: \[Leave empty or add specific domains to exclude\]

Action:

• Apply label: "Calendar Spam"
• Skip the Inbox (Archive it)

Why it works: Catches calendar booking requests from cold outreach while allowing legitimate meeting requests from known contacts.

3. Newsletter filter

Criteria:

• Has the words: "unsubscribe" OR "manage preferences" OR "update email preferences"
• Doesn't have: \[Important newsletter senders you want to keep\]

Action:

• Apply label: "Newsletters"
• Skip the Inbox (Archive it)

Why it works: Most newsletters include unsubscribe links. This catches them while allowing you to keep specific newsletters in your inbox.

4. Social media notifications

Criteria:

• From: "noreply@linkedin.com" OR "notifications@twitter.com" OR "notifications@facebook.com" OR "notifications@instagram.com"

Action:

• Apply label: "Social Notifications"
• Skip the Inbox (Archive it)

Why it works: Routes social media notifications to a label you can check less frequently.

5. Receipts and confirmations

Criteria:

• Has the words: "receipt" OR "order confirmation" OR "payment confirmation" OR "invoice" OR "purchase confirmation"
• Doesn't have: \[Important financial senders\]

Action:

• Apply label: "Receipts"
• Skip the Inbox (Archive it)

Why it works: Keeps receipts organized for expense reporting without cluttering your inbox.

6. Automated system emails

Criteria:

• From: "noreply@" OR "no-reply@" OR "donotreply@" OR "automated@"

Action:

• Apply label: "Automated"
• Skip the Inbox (Archive it)

Why it works: Catches most automated emails (confirmations, notifications, etc.) while allowing you to review them later.

7. Vendor pricing requests

Criteria:

• Has the words: "pricing" OR "quote" OR "cost" OR "price" OR "budget"
• Doesn't have: \[Your team domains, key vendors\]
• Subject contains: "request" OR "inquiry" OR "question"

Action:

• Apply label: "Vendor Pricing"
• Skip the Inbox (Archive it)

Why it works: Routes vendor pricing requests to a label you can batch process weekly.

8. Job application responses

Criteria:

• Has the words: "thank you for your application" OR "we received your application" OR "application status"
• From: \[Job board domains like indeed.com, linkedin.com, etc.\]

Action:

• Apply label: "Job Applications"
• Skip the Inbox (Archive it)

Why it works: Keeps job application responses organized without cluttering your inbox.

9. Shipping notifications

Criteria:

• Has the words: "shipped" OR "delivery" OR "tracking" OR "package" OR "order #"
• From: \[Common shipping services like ups.com, fedex.com, usps.com, amazon.com\]

Action:

• Apply label: "Shipping"
• Skip the Inbox (Archive it)

Why it works: Routes shipping notifications to a label you can check when expecting packages.

10. Marketing emails from specific domains

Criteria:

• From: \[Specific marketing-heavy domains you want to filter\]
• Doesn't have: \[Important contacts from those domains\]

Action:

• Apply label: "Marketing"
• Skip the Inbox (Archive it)

Why it works: Filters marketing emails from specific companies while protecting important contacts.

11. "Re:" replies to emails you didn't send

Criteria:

• Subject contains: "Re:"
• Doesn't have: \[Your email address in "To" or "CC"\]

Action:

• Apply label: "Review Replies"
• Mark as read

Why it works: Catches replies to emails you didn't send (often spam or misdirected emails).

12. High-priority keywords

Criteria:

• Has the words: "urgent" OR "asap" OR "important" OR "action required" OR "deadline"
• Doesn't have: \[Known spam senders\]

Action:

• Apply label: "Priority Review"
• Star it
• Never mark as spam

Why it works: Flags potentially urgent emails for quick review, but be careful - many spammers use these words.

13. Team-specific labels

Criteria:

• From: \[Team email addresses or domains\]
• OR To: \[Team distribution lists\]

Action:

• Apply label: "[Team Name]"
• Never mark as spam

Why it works: Organizes team communications into dedicated labels.

14. Project-specific labels

Criteria:

• Subject contains: \[Project name or code\]
• OR Has the words: \[Project-specific keywords\]

Action:

• Apply label: "[Project Name]"
• Never mark as spam

Why it works: Keeps project-related emails organized and easy to find.

15. Follow-up reminders

Criteria:

• Has the words: "following up" OR "follow-up" OR "checking in" OR "circling back"
• Doesn't have: \[Your allowlist\]

Action:

• Apply label: "Follow-ups"
• Skip the Inbox (Archive it)

Why it works: Routes follow-up emails to a label you can batch process, reducing inbox noise.

What to avoid

Here are common filter mistakes that cause problems and how to avoid them:

1. Too Broad Keywords

Problem: Filtering for single words like "free" or "offer" that appear in many legitimate emails.

Example of bad filter:

• Has the words: "free"
• Result: Catches "free shipping" from customers, "free consultation" from legitimate vendors, "free trial" from services you use

Why it's bad:

• Creates many false positives
• Catches important emails
• Makes filters ineffective
• Wastes time reviewing false positives

Solution:

• Use phrases instead: "free consultation call" instead of just "free"
• Combine with other criteria: "free" AND "trial" AND "no credit card"
• Add negative keywords: "free" but doesn't have "free shipping" OR "free consultation"

2. Deleting Instead of Labeling

Problem: Setting filters to delete emails immediately without review.

Example of bad filter:

• Has the words: "unsubscribe"
• Action: Delete it
• Result: Permanently loses emails you might want later

Why it's bad:

• Permanent loss of emails
• No way to recover if filter is wrong
• Can't learn from what you're filtering
• High risk of losing important emails

Solution:

• Always label first, never delete immediately
• Review labeled emails for a week
• Delete only after confirming they're not needed
• Use "Skip the Inbox" instead of "Delete it"

3. No Allowlist Exceptions

Problem: Creating filters without exceptions for VIP contacts.

Example of bad filter:

• Has the words: "quick question"
• Action: Apply label "Cold Outreach", Skip inbox
• Result: Filters legitimate questions from colleagues and clients

Why it's bad:

• Misses important emails from trusted contacts
• Creates false positives that waste time
• Damages professional relationships
• Makes filters unreliable

Solution:

• Always add "Doesn't have" criteria with your allowlist
• Include domains: @yourcompany.com OR @client.com
• Include specific emails: from:boss@company.com OR from:important@client.com
• Use Email Ferret which automatically protects allowlists

4. Over-Filtering

Problem: Creating too many filters for everything, making the system complex and hard to maintain.

Example of bad approach:

• 50+ filters for every possible email type
• Filters for minor annoyances
• Filters that catch 1-2 emails per month
• Complex filter chains that are hard to understand

Why it's bad:

• Hard to maintain and update
• Increases risk of conflicts
• Makes debugging difficult
• Time-consuming to set up and maintain

Solution:

• Start with biggest sources of inbox noise (cold outreach, newsletters)
• Add filters gradually as needed
• Focus on high-volume email types
• Consolidate similar filters
• Remove filters that aren't effective

5. Not Testing

Problem: Creating filters and immediately relying on them without testing.

Example of bad approach:

• Create filter on Monday
• Assume it's working correctly
• Don't check until you miss an important email
• Realize filter caught legitimate emails

Why it's bad:

• Don't know if filter is working correctly
• May miss important emails
• May catch unwanted emails incorrectly
• No opportunity to adjust before problems occur

Solution:

• Test every filter for at least one week
• Check the label daily for first week
• Look for false positives and false negatives
• Adjust criteria based on results
• Only rely on filter after confirming it works

6. Conflicting Filters

Problem: Multiple filters that conflict with each other, causing unpredictable behavior.

Example of conflict:

• Filter 1: Has "newsletter" -> Apply label "Newsletters", Archive
• Filter 2: From "@important.com" -> Never mark as spam, Star it
• Result: Newsletter from important.com gets both actions, last filter wins

Why it's bad:

• Unpredictable filter behavior
• Hard to debug issues
• May not work as expected
• Wastes time troubleshooting

Solution:

• Review filter order in Gmail settings
• Put more specific filters first
• Put allowlist exceptions in all filters
• Test filter interactions
• Consolidate conflicting filters

7. Single Criterion Filters

Problem: Filters that only check one thing (e.g., just subject line or just sender).

Example of bad filter:

• Subject contains: "demo"
• Result: Catches product demos (unwanted) but also "demo account" emails (legitimate)

Why it's bad:

• Less accurate than multi-criterion filters
• More false positives
• Doesn't consider context
• Easy to bypass

Solution:

• Combine multiple criteria (sender + subject + keywords)
• Add allowlist exceptions
• Use phrases instead of single words
• Test with real emails before relying

8. Ignoring Filter Order

Problem: Not understanding that Gmail applies filters in order, and the last matching filter wins.

Example of problem:

• Filter 1 (applied first): Has "newsletter" -> Archive
• Filter 2 (applied second): From "@company.com" -> Star it
• Newsletter from company.com: Gets starred (Filter 2 wins), not archived

Why it's bad:

• Filters don't work as expected
• Hard to predict behavior
• May miss important emails
• Wastes time debugging

Solution:

• Understand Gmail's filter order (top to bottom)
• Put more specific filters first
• Put general filters last
• Test filter order interactions
• Review filter order regularly

Maintenance

Filters need regular maintenance to stay effective. Without maintenance, filters become outdated, less accurate, and may start catching important emails or missing unwanted ones.

Monthly Review Process

Step 1: Check for False Positives

Review each filter's label for important emails caught incorrectly:

1. Open each filter label (e.g., "Cold Outreach", "Newsletters")
2. Scan for legitimate emails that were incorrectly filtered
3. Identify patterns in false positives (common senders, keywords, etc.)
4. Add exceptions for senders that should never be filtered
5. Adjust filter criteria to reduce false positives

What to look for:

• Emails from known contacts
• Important business communications
• Emails you actually want to receive
• Legitimate newsletters or updates

Time commitment: 15-20 minutes per month

Step 2: Check for False Negatives

Review your inbox for unwanted emails that got through:

1. Scan your inbox for unwanted emails
2. Identify patterns in emails that should be filtered
3. Note new keywords or senders you want to filter
4. Update existing filters or create new ones
5. Test new filters before relying on them

What to look for:

• Cold outreach that got through
• Newsletters you don't want
• Promotional emails
• Automated notifications

Time commitment: 10-15 minutes per month

Step 3: Update Filter Criteria

Based on your review, update filters:

1. Add new keywords for patterns you noticed
2. Remove keywords causing false positives
3. Adjust filter combinations for better accuracy
4. Update allowlist exceptions with new important contacts
5. Test changes for a week before relying on them

Time commitment: 10-15 minutes per month

Step 4: Remove Unused Filters

Delete filters that are no longer needed:

1. Identify filters that haven't caught anything in months
2. Check if patterns they were designed for still exist
3. Remove filters that are no longer relevant
4. Document why you removed them (for future reference)

Time commitment: 5 minutes per month

Quarterly Audit Process

Comprehensive filter review:

1. Review all filters and their criteria

   • Are they still relevant?
   • Are they working as expected?
   • Do they need updates?

2. Consolidate similar filters

   • Combine filters with similar criteria
   • Remove duplicate filters
   • Simplify filter structure

3. Update allowlist exceptions

   • Add new important contacts
   • Remove outdated contacts
   • Verify all important domains are included

4. Test new filter ideas

   • Try new filter combinations
   • Test with real emails
   • Implement if effective

5. Document your filter system

   • Note what each filter does
   • Document why filters were created
   • Track filter performance

Time commitment: 1-2 hours per quarter

When to Update Filters Immediately

Update filters immediately (don't wait for monthly review) if you notice:

False Positives:

• Important email caught by filter
• Legitimate contact filtered incorrectly
• Business communication missed

False Negatives:

• Unwanted email getting through repeatedly
• New spam pattern emerging
• Cold outreach bypassing filters

Pattern Changes:

• New cold outreach tactics
• New spam techniques
• Changes in email behavior

Life Changes:

• New job or role
• New industry or market
• New team or company
• New tools or services

Maintenance Best Practices

1. Set Reminders

Use calendar reminders for:

• Monthly filter review (first Monday of each month)
• Quarterly audit (first Monday of each quarter)
• Weekly quick check (optional, for high-volume inboxes)

2. Track Metrics

Keep notes on:

• Number of false positives per filter
• Number of false negatives
• Filter effectiveness
• Time spent on maintenance

3. Start Conservative

• Begin with fewer, more specific filters
• Add more filters gradually
• Test each new filter before relying on it
• Remove filters that aren't working

4. Document Everything

• Note why you created each filter
• Document changes and why
• Track what works and what doesn't
• Share learnings with team (if applicable)

5. Use Tools

• Email Ferret for automatic cold outreach detection
• Gmail's filter import/export for backup
• Spreadsheet for tracking filter performance
• Notes app for documenting changes

Email Ferret Can Help

Email Ferret automatically detects and routes cold outreach, reducing the need for manual filters:

Automatic Detection:

• Detects cold outreach using AI
• Adapts to new patterns automatically
• Learns from your behavior
• Reduces false positives

Built-in Maintenance:

• Automatically updates detection
• Protects allowlist automatically
• Provides transparency with scores
• Requires minimal manual maintenance

Benefits:

• Less time spent on filter maintenance
• More accurate detection
• Automatic adaptation to new tactics
• Built-in allowlist protection

When to use:

• High volume of cold outreach
• Want automatic detection
• Prefer less manual maintenance
• Need more accurate filtering

Email Ferret automatically detects and routes cold outreach, reducing the need for manual filters. It learns from your behavior and adapts, making filter maintenance easier while providing better accuracy than keyword-only filters.

FAQs

What makes a good Gmail filter?

A good Gmail filter is specific enough to catch the emails you want, but flexible enough to handle variations. It should include exceptions for your allowlist, use multiple criteria (sender, subject, keywords), and route emails to appropriate labels rather than deleting them.

How do I create a Gmail filter?

Go to Gmail Settings -> Filters and Blocked Addresses -> Create a new filter. Enter your criteria (sender, subject, keywords), click "Create filter", then choose actions (apply label, archive, forward, etc.). Always add exceptions for your allowlist.

Should I delete emails or label them?

Label emails rather than deleting them. This lets you review them later if needed, helps you understand what you're filtering, and prevents false positives from permanently losing important emails. You can always delete labeled emails later if you confirm they're not needed.

How often should I review my Gmail filters?

Review your filters monthly. Check for false positives (important emails caught by filters) and false negatives (unwanted emails getting through). Update filters based on new patterns you notice, and remove filters that are no longer needed.

What if my filter catches important emails?

If a filter catches important emails, add exceptions immediately. Go to the filter settings and add "Doesn't have" criteria for the sender's email address or domain. Better yet, add them to your allowlist so all your filters respect them automatically.